Highlights

• Spotify adds online video courses to its UK platform, partnering with BBC Maestro
• Video courses cover music, creativity, business, and wellness
• Freemium model allows access to initial lessons for free, with full courses available for a fee.
• Courses designed for audio-only consumption, allowing flexibility in how users engage with content.

Spotify is branching out with an exciting new offering for its UK subscribers by adding online video courses to its platform.

This addition marks the introduction of a fourth category of content, joining the service’s extensive collection of songs, podcasts, and audiobooks.

In a pioneering move, Spotify has partnered with educational platforms such as BBC Maestro, Skillshare, Thinkific, and PlayVirtuoso to bring video-based lessons directly to its mobile and desktop apps.

This initiative is currently an experiment exclusive to the UK, with the future of its broader release still up in the air.

Expanding Horizons in Learning

The decision to integrate educational content might come as a surprise to some, given Spotify’s reputation as a go-to destination for music and audio content.

However, Mohit Jitani, Spotify’s Product Director, has observed a growing trend of users seeking educational material through the platform.

“One of the most interesting things we started noticing was more and more people were coming to Spotify with some intent of learning,” Jitani shared, highlighting the natural progression towards offering more educational content. 

Spotify notes that about half of its Premium subscribers have already shown interest in educational or self-help themed podcasts, suggesting a ready and receptive audience for this new venture.

Spotify aims to leverage its data on user listening habits to help course providers reach a broader and more targeted audience efficiently.

The courses are designed to cover a range of interests, including music production, creative arts, business learning, and wellness.

Users can find these courses through a new feature on the Spotify app, making it convenient to start learning without the need to juggle between multiple apps.

This integration also means users might be more likely to complete their courses by being reminded whenever they use Spotify for their usual music and podcast listening.

A Strategic Move with a Freemium Model

This educational experiment follows a freemium model, allowing both free and premium subscribers to access initial video lessons of each course at no cost, with full course access available for a fee.

The courses are structured as a series of videos, which Jitani points out can also be consumed audio-only by turning the screen off, accommodating different user preferences and situations.

Choosing the UK as the testbed for this initiative is part of Spotify’s strategy to diversify its offeringsand pave the way towards greater profitability.

Despite facing financial challenges, including a net loss reported in its recent quarterly earnings, Spotify sees this move as an opportunity to tap into its extensive UK market.

The company’s foray into education, building on the correlation between popular podcasts and educational content, signals a broader ambition to enrich its platform with varied forms of engagement.

FAQs

What new content is Spotify introducing to its UK subscribers?

Spotify is expanding its offerings to include online video courses, making this the fourth category of content available to its UK users. These educational courses are delivered in partnership with BBC Maestro, Skillshare, Thinkific, and PlayVirtuoso, and they’re integrated into Spotify’s existing mobile and desktop applications.

How can Spotify users access these online video courses?

UK subscribers can find the new video courses through a newly introduced pill-shaped icon on the top of the home screen in Spotify’s mobile app. The courses are also accessible via Spotify’s search and browse functions, making it easy for users to discover and start learning without the need to download additional apps.

What types of courses does Spotify offer, and what can subscribers learn?

Spotify’s online video courses span a wide range of topics including how to make music, get creative in various arts, learn about business strategies, and maintain a healthy lifestyle. These courses are designed to cater to the diverse interests of Spotify’s user base, offering valuable learning opportunities in both personal and professional development areas.

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